Brand Opening: BX/PX and AAFES Become the Exchange

Exchange grand opening ceremony | Chute Gerdeman - award-winning retail design and branding.

Brand Opening: BX/PX and AAFES Become the Exchange

Brand Opening: BX/PX and AAFES Become the Exchange 800 600 Chute Gerdeman

With the cutting of the ribbon at Tinker Air Force Base today, a brand new Exchange experience begins, as The Army & Air Force Exchange Service (otherwise known as AAFES) unveils an ambitious new brand and store concept.

The new corporate brand will simply be called the Exchange. The new tagline, “You Save, We Give Back,” emphasizes the organization’s competitively low prices and mission to provide annual dividends to the Army’s Morale, Welfare and Recreation and Air Force Services programs. The Exchange gives back to the military community with every transaction and is a gathering place for its shoppers and their families.

With the launch of the new retail concept, military shoppers will enjoy a world-class experience that offers everything they need to outfit themselves and their families’ unique lifestyle. The Exchange needed an update to be their customers’ number one choice in today’s competitive retail marketplace in-store and online.

The Brand


The Exchange worked closely with Chute Gerdeman to undertake an extensive evaluation of its brand. The results were clear: Consumers see exchanges as their stores, regardless of the branch of service, military rank or status and location. Taking that to heart, the store brand is now the Exchange, eliminating previously-used names such as PX, BX, or “AAFES store.”

The Store

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The Entry Zone introduces the customers to the store’s three key worlds—Home, Life and Style—each presenting collections of merchandise for every aspect of their military lives. The unique V-aisle layout is designed to invite customers toward key lifestyle destinations in the rear corners of the store. Many of the best-known fashion brands are presented in individual style shops featuring updated visual merchandising fixtures and vibrant lifestyle graphics.

A Lifelong Connection
The new Exchange at Tinker AFB is the result of an aggressive, 116 day, 24/7 renovation. The process involved 75 to 100 workers, store team members and teams from the Exchange’s Dallas headquarters, all working to build and re-merchandise every inch of the 174,015 square feet of retail space.

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